Digital Strategy: Allianz
Insurance giant provided with fresh insight on performance of GAA sponsorship
Allianz acts as one of the chief sponsors of the GAA, Ireland’s most popular sports organisation. Allianz wanted to evaluate the performance of this sponsorship and clarify exactly how much it was benefiting the brand.
Connector carried out a large data analysis project, creating a framework to analyse and assign a monetary value to hundreds of thousands of online conversations with millions of views. The methodology included calculating true reach, consumer global trust per channel and per format and estimating paid media value. We then benchmarked the value of this sponsorship against similar sporting sponsorships.
We evaluated the Allianz GAA performance year on year based on our historical research and made recommendations for the future. This report now sits as a key part of Allianz’s sponsorship evaluation process and negotiations.